Performance Marketing Sales

Beat COVID-19 And Unstuck Your Business

It’s rock-bottom for most people with the ongoing lockdown, fast growing number of coronavirus cases and fatalities by the hour. People are confined in isolation, many can’t work – or have totally lost their jobs, probably worse than the 2008 and previous recessions combined.

The worldwide economy is taking a hard beating from the “financial flu” pandemic causing plummeting stock market, massive lay-offs and people tightening their belt.

Only when the tide goes out do you discover who’s been swimming naked.

Warren Buffet

It’s good to run a business in bull economy – but it takes a different grit to storm a bear market.

It can’t rain forever. But why wait? It has been proven time and time again that while most are in wait-and-see mode, those who pivot and adapt quickly to the situation are the ones that don’t just survive, but thrive in any given climate.

That said, what are the things you can do to weather the storm?

Cut down on unnecessary expenses

Whether on software subscriptions or third party services that aren’t really impacting lead generation or revenue is a good start. Since we’re working from home – this is a setup worth considering even after the lockdown has been lifted. Depending on your industry and type of work, you can either adopt partial remote working or embrace it completely to save on office and equipment costs, not to mention the time lost in traffic.

Pivot your service offering and how you cater to customers

Essential products are of the advantage these days but most brick and mortar businesses don’t have proper infrastructure to operate on-demand and remotely. Invest on a website where people can place orders, make sure your social media pages are active and at synch with all your digital assets. Partner with marketplaces and list your services with FoodPanda or GrabFood.

Invest on sales-driven digital marketing

While most are canceling their marketing budgets – now is the perfect time to spend on sales-driven or leadgen ads. Remember that on any given auction like that of Facebook or Google, when there are fewer advertisers, overall cost per clicks get relatively cheaper. You get more traffic with a lesser ad budget. Just make sure these are ads that target the right people with appropriate messaging that could potentially translate into a lead or sale.

Email marketing is also a cheaper way to nurture your sales pipeline and up-sell to current customers.

Focus on organic branding

Many customers are in survival mode and are tone deaf to anything sales. Use some of your time to be active on LinkedIn and your website, build your brand through content and find ways on how you can help your community with the fight against covid-19.

Get out of the stock market and re-invest in your business

It’s probably too late to gain a positive return on investment on your stocks and investments but the worst is yet to come. Withdraw everything and use that money to re-invest in growing your business or to cover your personal expenses while your sales pipeline are dragging.

Innovate and find other income streams for your business

Given the worldwide crisis we’re facing, we’re so lucky to be in an era where technology has made it possible to do almost anything at very minimal costs. Most people are taking it for granted using the Internet as entertainment or as escape. Don’t waste the opportunity to be creative and innovate.

There will be a lot of losses left and right, but with optimism and perspective, focus on the things you can control and act. Hang in there, this too shall pass!

Performance Marketing

How To Get More Out Of Your Facebook Advertising Budget

Here’s a practical tip for Facebook & Instagram advertisers out there. We always say Content is King. That’s so true. BUT WHAT IF you already have the best content you could possible have but your conversions stink? This is what usually separates those who bluff and can actually execute. Acting on your feedback loop (data) is key.

Observe your targeting very closely. A good benchmark is to look for metrics such as add to cart and cost per results. If an ad set has no sign of improving (aka people adding to cart) – dump it after 24 hours of testing. Move on to the next until you at least have 5-10 ad sets that have consistent response (people adding to cart or buying).

When you have an ad set that is generating results but costs 50% or more your product cost – dump it and move on to the next one. I’d usually have at least 3 new ad sets per day for either testing or expansion purposes.

There are two ways of scaling campaigns. Vertical through directly increasing ad spend or Horizontal by experimenting and diversifying on new ad sets (reach). I prefer doing 80% horizontal and 20% vertical. Also, FB reps always tell you to test other stages higher in the funnel (view content) – this is crap. They just want you to spend more.

These works for us. Might work for you too 🙂

Performance Marketing

How To Spot A Fraudster

It’s never been easier to build a business – whether a brick and mortar, purely online or mix of both. It’s also never been confusing which content and product to consume given the sea of choices we have these days on demand 24/7.

Digital Marketing Consultants have sprouted everywhere since the industry has a very low barrier to entry and with almost no capital needed. Separating the wheat from the chaff is also a tedious undertaking to say the least.

Being in the digital marketing industry for almost 12 years working with Fortune 1000 companies, here are five red flags to look for when talking to a digital marketing consultant.

Too Good To Be True

Like all things in general, when something is too good to be true – it probably isn’t. When you hear a digital marketing consultant say stuff such as “your website will rank for X keyword to number 1 spot in Google search result in 30 days” or “You will get this amount of revenue or ROI in X number of days”, better to say OK and go home.

No Website or Portfolio of Work

How can you offer SEO if you don’t have a website or any online presence? How can you tell that you’re good with PPC if you can’t describe or show results from past work? It’s simple as prove it to me or it didn’t happen.

Can’t Explain in Simple Terms

If you don’t understand a thing your digital marketing consultant is telling you, he probably don’t know what he’s talking about. It takes keen understanding and practitioner qualities to take a complex concept and translate into easy-to-digest narrative.

So the next time you talk to a “digital marketing expert” and issue a check, make sure he can deliver or else you will not just be wasting money but more importantly, your time and even your business reputation.

Performance Marketing

Digital Marketing Strategy For Small Businesses

There are many challenges in starting a business. Let alone staying afloat and wearing multiple hats day-in and day-out. From sales to marketing, accounting, operations. You name it.

One of the low hanging fruits you can take advantage of as a small business owner is to leverage internet marketing and harness its impact in growing your business. Easier said than done though. There’s a sea of content out there and not knowing where to start and who to listen to is a main hurdle SMEs would consider.

The Pareto Principle

When starting your digital marketing efforts, always think of the Pareto Principle or the 80/20 rule wherein 80% of the results come from 20% of the work done. We only have the same 24 hours in a day and it’s smart to allocate efforts on what’s important and would bring the most value.

80/20 Rule for B2C Type of SMEs

When you have a business-to-consumer kind of business you might want to give 80% of your online marketing efforts to your website (SEO and Content) and Facebook owned platforms (Facebook, Instagram, Messenger, Audience Network) Why? Simply because eyeballs/attention are currently highest on Facebook from a mass consumer standpoint.

Focus the remaining 20% of your time on Google Ads, LinkedIn and Email Marketing because these are effective complementary channels to Facebook. Also be in the lookout for emerging channels such as SnapChat and TikTok as anything new is what we call under-priced attention. Google Ads was once cheap at P0.50/click and now to a staggering P50/click on some industries.

80/20 Rule for B2B Type of SMEs

Put your 80% definitely to your website (SEO and Content) and LinkedIn since you want to connect with people in business mindset and while the channel’s organic reach is still at ~50% on average. The remaining 20% will be for Facebook, Email and Google Ads.

Diversify & Adapt Quickly

See something in common? Both B2C and B2B businesses need to focus 80% of their marketing efforts on their website’s SEO and Content. Why? because this is basically your own “real estate” on the web. Even though Facebook and Instagram disappear tomorrow, your customer can still find you.

20 years ago, email is the hottest marketing channel with open rates to as much as 90%. These days 20% is scarce – even with double opt-in email subscribers. But this is not to say email is dead. In fact, far from it. Attention isn’t just there anymore as it did in 1999 but it can be a cost effective complementary channel to Social Media.

When a channel loses its relevance because trends are changing and the market says so, you need to adapt and adjust your 80/20 strategy accordingly.

If you don’t have the time or resources to execute your own digital marketing initiative, outsourcing some or all your work to us will save you both time and money in the long run. Contact us today.